Upsnac Shark Tank India Episode Review
Upsnac appeared on Shark Tank India Season 5, Episode 35, with Ludhiana-based founder Riya Gupta (“boss kudi” bootstrapping ₹40 lakh personal investment) seeking ₹1 Crore for 2% equity (₹50 Crore valuation) but left with no deal after Sharks cited business too early for high valuation with significant product quality/transparency concerns.
The health/wellness F&B brand operates in functional coffee/snacks sector offering flagship “Proffee” (Protein + Coffee) protein-infused daily wellness beverage sweetened with monk fruit (label also included stevia), coffee premixes containing skimmed milk powder, and health spreads like peanut butter targeting health-conscious individuals but achieving only 4 monthly organic visitors requiring SEO improvement. Sharks reacted critically—Aman stated “Confidence kam aa raha hai” (I have little confidence) feeling founder inconsistent with ingredient answers, Kanika called peanut butter “horrible” due to oil separation feeling founder lacked deep category research, Kunal pointed out major packaging flaws dismissing transit damage excuses as low production scale compromises, and Anupam liked initial concept but advised products weren’t for “connoisseurs” telling founder not ready for external capital yet despite appreciating bootstrapped “skin in game.”
Operating in Indian functional beverage market growing 16.2% CAGR at intersection of ₹5,000 Crore coffee market and rapidly expanding ₹2,500 Crore protein supplement market within $30 billion health/wellness food market projected by 2026 and ₹4,500 Crore urban fitness-conscious population (20-45 consuming coffee daily) as post-pandemic 70% urban Indians prioritize “functional” benefits in daily diet amid middle-class premiumization willing to pay 20-30% premium for convenience-plus-health products, Upsnac targets busy professionals (25-40, Tier 1 cities Bangalore/Mumbai/Delhi skipping breakfast needing quick protein/caffeine boost, NCCS A+, ₹80,000+ monthly income with high Instagram/LinkedIn presence) and gym enthusiasts finding protein shakes boring preferring “Proffee” taste as pre-workout/morning ritual within 1% urban fitness coffee segment share aim achieving ₹45-50 Crore annual revenue within 3 years, planning “Lab-to-Label” video content showing exact monk fruit/stevia usage countering “lack of confidence” feedback, certified nutritionist/food scientist influencer collaboration vouching for formulation versus generic lifestyle influencers, #ProffeeChallenge social media campaign replacing sugary lattes, SEO recovery targeting keywords (“Protein Coffee India,” “Best Monk Fruit Sweetened Coffee,” “Guilt-free Peanut Butter”), Meta/Amazon ads targeting Cult.fit user lookalike audiences, quick-commerce partnerships (Blinkit/Zepto) fulfilling high-impulse functional beverage purchases in 10 minutes, B2B premium gym pantries/co-working spaces stocking, professional Food Technologist hire stabilizing peanut butter and refining Proffee taste profile, premium leak-proof Instagrammable packaging justifying ₹50 Crore valuation, product line expansion (protein cookies/high-protein savory snacks), 100,000+ active user community building collecting first-party data, specific Proffee blend patent creating defensive barrier around core technology, and omnichannel transition from online-only to 500+ premium retail touchpoints targeting ₹50 Crore run rate (Anupam-suggested milestone) with EBITDA positivity commanding 4x-5x revenue multiple for next funding round.
Website Information
- Website:- Upsnac
- Build on Shopify
- Poor SEO Performance, SEO Improvement Needed.
- ORGANIC TRAFFIC: 4 visitors per month.
The Founder of Upsnac
- Riya Gupta: The brand was represented by Riya Gupta, a confident entrepreneur hailing from Ludhiana.
- Background and Investment: Riya is a “boss kudi” who bootstrapped the venture, investing ₹40 lakhs of her own money into the business before appearing on the show.
- Pitch Style: She entered the tank with significant confidence, positioning her brand as a functional wellness solution for the modern lifestyle.
Brand Overview of Upsnac
- Sector: Upsnac operates in the Health and Wellness F&B (Food and Beverage) sector.
- Core Concept: The brand focuses on “functional coffee” and snacks, aiming to merge everyday consumption with nutritional benefits like added protein.
- Market Positioning: It targets health-conscious individuals looking for “Proffee” (Protein + Coffee) and other health-oriented spreads like peanut butter.
Shark Tank India Appearance & Ask for Upsnac
- Season & Episode: The pitch took place during Season 5.
- The Investment Ask: Riya sought an investment of ₹1 crore in exchange for 2% equity.
- Company Valuation: The ask placed the valuation of Upsnac at a steep ₹50 crores.
Season and Episode Air Date
- Season: 05
- Episode: 36
- Episode Air Date: Monday, 23 February, 2026
Product Overview of Upsnac
- Flagship Product – “Proffee”: A protein-infused coffee designed to be a daily wellness beverage.
- Sweetening Agents: The product was claimed to be sweetened with monk fruit, though the label also included stevia.
- The Range: Apart from coffee premixes containing skimmed milk powder, the Upsnac portfolio also includes health spreads like peanut butter.
Investor Reactions to Upsnac
- Aman Gupta: He was blunt about his lack of trust, stating, “Confidence kam aa raha hai” (I have little confidence). He felt the founder was inconsistent with her answers regarding ingredients.
- Kanika Tekriwal: She was highly critical of the product quality, specifically calling the peanut butter “horrible” due to oil separation and felt the founder lacked deep category research.
- Kunal Bahl: He pointed out major flaws in the Upsnac packaging, dismissing the founder’s excuses about transit damage as compromises due to low production scale.
- Anupam Mittal: While he liked the initial concept, he advised Riya that her products weren’t for “connoisseurs” and told her she wasn’t ready for external capital yet.
Customer Engagement Philosophy of Upsnac
- Trend-Driven Development: The founder admitted to using ingredients like monk fruit and stevia simply because they were “trending,” indicating a philosophy of following market hype.
- Functional Integration: Upsnac aims to engage customers by making wellness “easy” by integrating protein into their existing morning coffee rituals.
- The “Boss Kudi” Persona: The brand’s energy is tied to the founder’s bold persona, aiming to inspire a modern, go-getter lifestyle among its consumers.
Product Highlights of Upsnac
- Nutritional Hybrid: The main highlight of Upsnac is the “Proffee” concept—combining caffeine with protein for a functional kick.
- Natural Sweeteners: A focus on using non-sugar alternatives like monk fruit and stevia to appeal to the fitness-conscious demographic.
- Bootstrapped Beginnings: The brand highlighted its self-funded nature, proving the founder’s personal “skin in the game.”
Future Vision for Upsnac
- Scaling Operations: The founder aims to grow Upsnac into a significant player in the functional food space, moving beyond the bootstrap phase.
- Revenue Milestones: Following Anupam Mittal’s advice, the roadmap for Upsnac involves reaching a run rate of ₹25–30 crores (and eventually ₹50 crores) before seeking major venture capital.
- Market Penetration: The vision is to establish Upsnac as a household name for “Proffee,” though the Sharks emphasized that this would require a total overhaul of the product’s taste and packaging quality.
Deal Finalized or Not for Upsnac
- Outcome: No Deal.
- Result: Despite her confidence, the founder walked out without securing any funding. The Sharks felt the business was too early for such a high valuation and cited significant concerns regarding product quality and transparency.
| Parameter | Details |
|---|---|
| Business Name | Upsnac |
| Tech Stack | Built on Shopify |
| SEO Performance | Poor SEO performance; improvement needed |
| Organic Traffic | 4 visitors per month |
| Founder | Riya Gupta |
| Founder Hometown | Ludhiana |
| Founder Investment | Bootstrapped with ₹40 lakhs personal investment |
| Sector | Health & Wellness F&B (Food and Beverage) |
| Core Concept | Functional coffee and snacks with added protein |
| Market Positioning | Targets health-conscious consumers seeking “Proffee” (Protein + Coffee) and healthy spreads |
| Shark Tank Appearance | Shark Tank India Season 5 |
| Investment Ask | ₹1 Crore for 2% equity |
| Valuation Asked | ₹50 Crores |
| Flagship Product | “Proffee” – Protein-infused coffee |
| Sweeteners Used | Monk fruit and stevia |
| Product Range | Coffee premixes with skimmed milk powder and peanut butter spreads |
| Aman Gupta’s Reaction | Expressed lack of confidence in founder’s consistency |
| Kanika Tekriwal’s Reaction | Criticized peanut butter quality and oil separation |
| Kunal Bahl’s Reaction | Highlighted packaging flaws and rejected transit damage excuse |
| Anupam Mittal’s Advice | Suggested founder not ready for external capital; advised revenue milestone focus |
| Customer Philosophy | Trend-driven ingredients and easy wellness integration |
| Brand Persona | “Boss Kudi” bold, modern lifestyle positioning |
| Product Highlight | Combines caffeine with protein for functional benefits |
| Bootstrapped Nature | Fully self-funded before pitch |
| Deal Outcome | No Deal |
| Reason for No Deal | High valuation, product quality concerns, transparency issues |
| Functional Beverage Growth | 16.2% CAGR in India |
| Coffee Market Size | ₹5,000 Crores |
| Protein Supplement Market | ₹2,500 Crores |
| TAM | $30 Billion projected health & wellness food market by 2026 |
| SAM | ₹4,500 Crores urban fitness-conscious coffee consumers |
| SOM | ₹45–50 Crores annual revenue target (1% share in 3 years) |
| Target Audience | Urban professionals (25–40), Tier 1 cities |
| Demographics | NCCS A+, income >₹80,000, active on Instagram & LinkedIn |
| Marketing Strategy | Lab-to-Label transparency, nutritionist collaborations, #ProffeeChallenge |
| Digital Strategy | SEO targeting protein coffee keywords, Meta & Amazon ads |
| Retention Plan | Email & WhatsApp subscription automation |
| Distribution Strategy | D2C website revamp, Blinkit & Zepto partnerships, gym & co-working stocking |
| Advantages | First mover in Proffee category, 60–70% gross margins |
| Key Challenges | Product taste issues, oil separation, trust deficit |
| Mitigation Strategy | Hire food technologist, improve packaging quality |
| Year 1 Goal | ₹5 Crore run rate with improved repeat rates |
| Year 2 Goal | ₹20 Crore run rate with expanded product line |
| Year 3 Goal | ₹50 Crore run rate with EBITDA positivity |
| Valuation Strategy | Build 100K+ community, patent Proffee blend, expand to 500+ retail outlets |
Upsnac Shark Tank India Business Plan
1. Business Potential in India for Upsnac
- The Functional Beverage Boom: The Indian functional beverage market is growing at a CAGR of 16.2%. Upsnac sits at the intersection of the ₹5,000 Cr coffee market and the rapidly expanding ₹2,500 Cr protein supplement market.
- The Health-Conscious Shift: Post-pandemic, 70% of urban Indians prioritize “functional” benefits in their daily diet, providing a massive tailwind for Upsnac’s “Proffee.”
- Middle-Class Premiumization: As disposable income rises, consumers are willing to pay a 20-30% premium for products like Upsnac that offer convenience plus health.
2. Total Addressable Market (TAM) for Upsnac
- TAM (Total Addressable Market): The overall health and wellness food market in India is projected to reach $30 billion by 2026.
- SAM (Serviceable Addressable Market): The urban, fitness-conscious population aged 20–45 who consume coffee daily, estimated at ₹4,500 Crores.
- SOM (Serviceable Obtainable Market): Targeting a 1% share of the urban fitness coffee segment, Upsnac can aim for a ₹45–50 Crore annual revenue within 3 years.
3. Ideal Target Audience & Demographics for Upsnac
- The “Busy Professional” (Ages 25–40): Residents of Tier 1 cities (Bangalore, Mumbai, Delhi) who skip breakfast and need Upsnac for a quick protein and caffeine boost.
- The Gym Enthusiast: Individuals who find protein shakes boring and prefer the taste of Upsnac “Proffee” as a pre-workout or morning ritual.
- Demographic Profile: NCCS A+, monthly income >₹80,000, high presence on Instagram and LinkedIn.
4. Marketing & Content Strategy for Upsnac
- Transparency First: To counter Aman Gupta’s “lack of confidence,” Upsnac must create “Lab-to-Label” video content showing exactly how much Monk Fruit and Stevia is used.
- Influencer Collaboration: Move away from generic lifestyle influencers to Certified Nutritionists and Food Scientists who can vouch for Upsnac’s formulation.
- The “Proffee” Movement: Launch a #ProffeeChallenge on social media to encourage users to replace their sugary morning latte with an Upsnac protein coffee.
5. Digital Marketing Strategy for Upsnac
- SEO Recovery: With only 4 visitors/month, Upsnac needs to target keywords like “Protein Coffee India,” “Best Monk Fruit Sweetened Coffee,” and “Guilt-free Peanut Butter.”
- Performance Marketing: Utilize Meta and Amazon Ads targeting “Lookalike audiences” of premium fitness brands (e.g., Cult.fit users).
- Email/WhatsApp Retention: Implement automated flows for Upsnac customers to encourage subscription models, increasing Life Time Value (LTV).
6. Distribution Strategy for Upsnac
- D2C Excellence: Revamp the Upsnac website to improve conversion rates and offer “Build Your Own Bundle” options.
- Quick Commerce (Q-Comm): Partner with Blinkit and Zepto; functional beverages are high-impulse purchases that Upsnac must fulfill in 10 minutes.
- B2B Fitness Centers: Stocking Upsnac at premium gym pantries and co-working spaces where the target audience works and works out.
7. Advantages & Challenges for Upsnac
- Advantages of Upsnac: * First Mover: Early entrant in the “Proffee” category in India.
- High Margin: Premix coffee and spreads offer gross margins of 60-70%.
- Challenges for Upsnac: * Product Quality: Addressing the “horrible” taste feedback on peanut butter and oil separation.
- Trust Deficit: Correcting the ingredient labeling inconsistencies noted by Kunal Bahl.
8. Success Reasons & Mitigation Strategies for Upsnac
- Why Upsnac can succeed: The concept is “sticky”—once a user adopts protein coffee, it becomes a daily habit.
- Mitigation (Product): Hire a professional Food Technologist to stabilize the Upsnac peanut butter and refine the “Proffee” taste profile.
- Mitigation (Packaging): Move to premium, leak-proof, and aesthetically pleasing “Instagrammable” packaging to justify the ₹50 Cr valuation for Upsnac.
9. Future Business & Roadmap for Upsnac Valuation
- Year 1 (Standardization): Re-formulate products based on Shark feedback. Focus on reaching a ₹5 Cr run rate with high repeat rates.
- Year 2 (Expansion): Introduce Upsnac protein cookies and high-protein savory snacks. Target a ₹20 Cr run rate.
- Year 3 (The Milestone): Aim for the ₹50 Cr run rate suggested by Anupam Mittal. Focus on EBITDA positivity to command a 4x-5x revenue multiple for the next funding round.
10. Valuation Increase Strategy for Upsnac
- Data Moat: Build a community of 100k+ active users on the Upsnac app/website to collect first-party data.
- IP Creation: Patent the specific blend of “Proffee” to create a defensive barrier around Upsnac’s core technology.
- Omnichannel Presence: Transitioning Upsnac from an online-only brand to being present in 500+ premium retail touchpoints.
Upsnac Shark Tank India Episode Review